If you’re running Google Ads but not seeing the return you hoped for, you’re not alone. Many businesses set up campaigns, only to watch their budgets drain without a clear idea of what went wrong. The good news? You can fix it. With the right approach, Google Ads can deliver impressive ROI, helping you generate leads, sales, and long-term growth. Let’s dive into how you can optimise your campaigns and make every penny count.

1. Start with Clear Goals

Before you even open Google Ads, define what success looks like. Do you want to drive sales, boost website traffic, or increase form submissions? Clear objectives allow you to choose the right campaign type and measure results effectively.

For example:

  • Lead generation? Focus on conversion tracking and high-intent keywords.
  • E-commerce sales? Use Shopping Ads and dynamic remarketing.
  • Brand awareness? Display campaigns are your go-to.

Remember that if your goals are vague, your results will be too.

2. Choose the Right Keywords

Keywords are the backbone of Google Ads. Get them wrong, and you’ll burn through your budget on irrelevant clicks. Get them right and the sky’s the limit.

  • Target intent, not just traffic. Keywords like “buy running shoes online” are more valuable than “best running shoes” because they signal purchase intent.
  • Use match types wisely. Start with phrase and exact match keywords to avoid attracting irrelevant traffic. Once you’ve gathered data, broaden your approach with modified broad match.
  • Negative keywords are a must. Exclude terms that waste money. For example, if you sell high-end products, block searches like “cheap running shoes”.

3. Write Compelling Ad Copy

Your ads need to grab attention and make people click. But here’s the catch: they also need to attract the right people. Effective ad copy is core to a successful marketing strategy. A great ad stops a potential customer in their tracks and convinces them that your product or service can solve their problem or meet their need. But without the right targeting, even the best-written ad will miss the mark.

Best practices for writing winning ad copy:

  • Highlight benefits, not features. People don’t buy products—they buy solutions. Highlight what your product or service will do for the customer. Instead of “Our software has advanced reporting tools,” try “Save hours with automated reports.”  The second version speaks directly to the customer’s need for timesaving and efficiency. Don’t be afraid of a little clickbait to draw people in.
  • Include numbers or offers. Numbers make offers feel more concrete and compelling. Phrases like “Save 20% today” or “Get a free quote in 2 minutes” boost click-through rates and give readers a clear, tangible reason to act. The increased urgency created by specific offers or time-sensitive discounts can push prospects to click faster.
  • Use a strong call to action (CTA). A great ad doesn’t leave the customer guessing. It tells them exactly what action to take next. Try using phrases like: “Shop now,” “Book your consultation,” or “Claim your discount.” The simpler, the better, make it clear, direct, and actionable.
  • Test multiple versions. Your audience is unique, and what works for one group might not work for another. Testing variations of your ad copy is a critical way to refine your approach and improve your click-through rates over time.

Remember, every word counts. Ad copy is your first impression, and you don’t want it to be forgettable. Make sure your message speaks directly to the reader’s needs, shows them why your offer is irresistible, and gives them a clear next step to take. The right ad copy can turn a casual scroll into a click, and ultimately, a conversion.

4. Optimise Your Landing Pages

A well-written ad gets the click, but your landing page seals the deal. If the landing page fails to align with the ad’s promise or frustrates the user, all that ad spend is essentially wasted. Visitors will leave quickly, and conversions will suffer.

Key landing page tips:

  • Keep it relevant. Match the ad message with the landing page content. If your ad promotes “10% off running shoes,” don’t send people to your homepage.
  • Simplify the design. Remove unnecessary distractions and keep the focus on your offer.
  • Include a clear CTA. Whether it’s a “Buy Now” button or a lead form, make it obvious what you want users to do.

By optimising your landing page, you ensure that the traffic driven by your ads is converted into tangible results. Google rewards ads with high-quality landing pages by lowering your cost-per-click (CPC).

5. Leverage Audience Targeting

Google Ads isn’t just about keywords; it’s about reaching the right people. Use audience targeting to refine your campaigns:

  • Remarketing: Re-engage people who visited your site but didn’t convert.
  • Custom Segments: Target users based on their search activity, interests, or behaviour.
  • Demographics: Narrow down by age, location, income, or even parental status.

Refining your audience reduces wasted clicks and ensures your budget is spent on high-quality leads.

6. Track, Test, Repeat

Optimisation isn’t a one-and-done task. To maximise ROI, you need to monitor performance and make data-driven adjustments.

  • Track conversions. Without conversion tracking, you’re flying blind. Make sure every campaign has measurable outcomes tied to your goals.
  • A/B test everything. Experiment with ad copy, landing pages, and targeting to see what delivers the best results.
  • Analyse search terms. Regularly review the actual search queries triggering your ads. Add negative keywords to block irrelevant traffic.

7. Focus on Quality Score

Google rewards ads that are relevant, high-quality, and user-focused with a better Quality Score. A higher score reduces your CPC and improves your ad placement.

Here’s how to improve it:

  • Write ads that closely match your keywords.
  • Optimise your landing pages for relevance and user experience.
  • Maintain strong click-through rates with compelling ad copy.

Final Thoughts

Google Ads can feel like a minefield, but with the right strategies, it becomes a money-maker instead of a money pit. Start by refining your goals, keywords, and ad copy, and don’t forget to focus on landing pages and audience targeting.

If you’re ready to take your campaigns to the next level, Iconic Digital’s PPC experts can help. We’ll optimise your Google Ads for maximum ROI, ensuring every pound works harder for your business.

Claim your free digital marketing audit today and see the difference we can make.